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Rob Price has resigned from his role of senior VP and CMO, CVS/Pharmacy, at Corp. He has left to pursue an as yet undisclosed new opportunity.

According to a company statement, “Rob Price, Senior Vice President of Marketing and Advertising and Chief Marketing Officer for CVS/pharmacy, has left the company to take a new role. Rob led the Retail Marketing team during a period of tremendous growth and strong financial performance and brought numerous positive changes to the business. We thank Rob for his important contributions and wish him the best of luck in the next phase of his career.”

Price joined CVS in 2006, and has worked on many fronts to strengthen CVS’ business and brand while overseeing its marketing organization. Known for his sharp focus on data as core to effective and efficient in-store and digital marketing strategy, Price prioritized a highly personalized shopping experience, close alignment with consumers, a responsive marketing organization, and a CMO role that goes well beyond ad-campaign steward, all of which he discussed in my interview with him at CVS headquarters in Woonsocket, RI, last fall.

Under Price’s watch, the company announced it would cease selling cigarettes, a provocative move, given that cigarette sales accounted for $2 billion in sales. The move was lauded as a savvy marketing decision, however, as it is consistent in CVS’ definition of itself as a healthcare business.